Case Study for Information Management
資訊管理個案
E-commerce: Digital Markets, Digital Goods
Amazon vs. Walmart
(Chap. 10)
1021CSIM4B10
TLMXB4B (M1824)
Tue 2, 3, 4 (9:10-12:00) B502
Min-Yuh Day
戴敏育
Assistant Professor
專任助理教授
Dept. of Information Management, Tamkang University
淡江大學 資訊管理學系
http://mail.tku.edu.tw/myday/
2013-12-03
1
課程大綱 (Syllabus)
週次 日期
1 102/09/17
2 102/09/24
3 102/10/01
內容（Subject/Topics）
Introduction to Case Study for Information Management
Information Systems in Global Business: UPS (Chap. 1)
Global E-Business and Collaboration: NTUC Income
(Chap. 2)
4 102/10/08 Information Systems, Organization, and Strategy:
iPad and Apple (Chap. 3)
5 102/10/15 IT Infrastructure and Emerging Technologies:
Salesforce.com (Chap. 5)
6 102/10/22 Foundations of Business Intelligence:
Lego (Chap. 6)
2
課程大綱 (Syllabus)
週次 日期 內容（Subject/Topics）
7 102/10/29 Telecommunications, the Internet, and Wireless
Technology: Google, Apple, and Microsoft (Chap. 7)
8 102/11/05 Securing Information System: Facebook (Chap. 8)
9 102/11/12 Midterm Report (期中報告)
10 102/11/19 期中考試週
11 102/11/26 Enterprise Application: Border States Industries Inc.
(BSE) (Chap. 9)
12 102/12/03 E-commerce: Amazon vs. Walmart (Chap. 10)
3
課程大綱 (Syllabus)
週次 日期
內容（Subject/Topics）
13 102/12/10 Knowledge Management: Tata Consulting Services
(Chap. 11) [Invited Talk]
14 102/12/17 Enhancing Decision Making: CompStat
(Chap. 12)
15 102/12/24 Building Information Systems: Electronic Medical
Records (Chap. 13)
16 102/12/31 Managing Projects: JetBlue and WestJet
(Chap. 14)
17 103/01/07 Final Report (期末報告)
18 103/01/14 期末考試週
4
Chap. 10
E-commerce:
Digital Markets,
Digital Goods –
Amazon vs. Walmart
5
Amazon vs. Walmart:
Which Giant Will Dominate E-commerce? (Chap. 10) (pp. 436-438)
1. What concepts in the chapter are illustrated in this case?
2. Analyze Amazon and Walmart.com using the value chain and
competitive forces models.
3. What are the management, organization, and technology factors
that have contributed to the success of both Wal-Mart and
Amazon?
4. Compare Wal-Mart's and Amazon's e-commerce
business models. Which is stronger? Explain your answer.
5. Where would you prefer to make your Internet purchases?
Amazon or Walmart.com? Why?
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
6
Overview of
Fundamental MIS Concepts
Business
Challenges
Management
Organization
Information
System
Business
Solutions
Technology
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
7
THE GROWTH OF E-COMMERCE
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
8
8 Unique Features of E-commerce
1.
2.
3.
4.
5.
6.
7.
8.
Ubiquity
Global reach
Universal standards
Richness
Interactivity
Information density
Personalization/Customization
Social technology
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
9
Key concepts in e-commerce
• Digital markets reduce
– Information asymmetry
– Search costs
– Transaction costs
– Menu costs
• Digital markets enable
– Price discrimination
– Dynamic pricing
– Disintermediation
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
10
Key concepts in e-commerce
• Digital goods
– Goods that can be delivered over a digital network
• E.g. Music tracks, video, software, newspapers, books
– Cost of producing first unit almost entire cost of
product: marginal cost of 2nd unit is about zero
– Costs of delivery over the Internet very low
– Marketing costs remain the same; pricing highly
variable
– Industries with digital goods are undergoing
revolutionary changes (publishers, record labels, etc.)
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
11
THE BENEFITS OF DISINTERMEDIATION TO
THE CONSUMER
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
12
Types of E-commerce
1. Business-to-consumer (B2C)
2. Business-to-business (B2B)
3. Consumer-to-consumer (C2C)
4. Mobile commerce (m-commerce)
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
13
E-commerce
Business Models
1.
2.
3.
4.
5.
6.
7.
Portal
E-tailer
Content Provider
Transaction Broker
Market Creator
Service Provider
Community Provider
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
14
E-commerce
Revenue Models
1.
2.
3.
4.
5.
6.
Advertising
Sales
Subscription
Free/Freemium
Transaction Fee
Affiliate
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
15
Understanding Business Model
• Business Model
• Revenue Model
• Business Strategy
• Business Strategy and
Information System Alignment
16
Business Model
8
6
2
4
Key
Activities
Key
Partners
7
Customer
Relationships
Value
Proposition
Key
Resources
9
Cost
Structure
1
Customer
Segments
3
Channels
5
Revenue
Streams
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
17
Business
• “the activity of providing goods and services
involving financial, commercial and industrial
aspects.” (WordNet 2.0)
Source: (Ostenwalder, Pigneur and Tucci, 2005)
18
Model
• “a simplified description and representation of
a complex entity or process.” (WordNet 2.0)
Source: (Ostenwalder, Pigneur and Tucci, 2005)
19
Business Model
• A business model is a conceptual tool
containing a set of objects, concepts and their
relationships with the objective to express the
business logic of a specific firm.
• Therefore we must consider which concepts
and relationships allow a simplified
description and representation of what value
is provided to customers, how this is done and
with which financial consequences.
Source: (Ostenwalder, Pigneur and Tucci, 2005)
20
Occurrences of the Term "Business Model"
in Scholarly Reviewed Journals
Source: (Ostenwalder, Pigneur and Tucci, 2005)
21
Business Model Concept Hierarchy
Source: (Ostenwalder, Pigneur and Tucci, 2005)
22
EVOLUTION OF THE BUSINESS MODEL
CONCEPT
Source: (Ostenwalder, Pigneur and Tucci, 2005)
23
Business Model vs.
Business Process Model
• Business Model
– a view of the firm's logic for creating and
commercializing value
• Business process model
– how a business case is implemented in processes
Source: (Ostenwalder, Pigneur and Tucci, 2005)
24
Business Model vs.
Strategy
• Business Models
– a system that shows how the pieces of a business
fit together.
– an abstraction of a firm's strategy
• Strategy
– includes competition
Source: (Ostenwalder, Pigneur and Tucci, 2005)
25
Implementing Business Models
Source: (Ostenwalder, Pigneur and Tucci, 2005)
26
The Business Model's Place in the Firm
Source: (Ostenwalder, Pigneur and Tucci, 2005)
27
Nine Business Model Building Blocks
Source: (Ostenwalder, Pigneur and Tucci, 2005)
28
Domains Addressed in Business Models
Source: (Ostenwalder, Pigneur and Tucci, 2005)
29
Domains Addressed in Business Models
(cont.)
Source: (Ostenwalder, Pigneur and Tucci, 2005)
30
Planning, Changing and
Implementing Business Models
Source: (Ostenwalder, Pigneur and Tucci, 2005)
31
Business Strategy and
Information Systems Alignment
Source: (Ostenwalder, Pigneur and Tucci, 2005)
32
Business and IT/IS Alignment
Source: (Ostenwalder, Pigneur and Tucci, 2005)
33
Definition of Business Model
A business model
describes the rationale of
how an organization
creates, delivers, and captures
value.
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
34
Business Model Canvas
Key
Activities
Key
Partners
Customer
Relationships
Value
Preposition
Customer
Segments
Key
Resources
Channels
Cost
Structure
Revenue
Streams
Source: http://nonlinearthinking.typepad.com/nonlinear_thinking/2008/07/the-business-model-canvas.html
https://www.youtube.com/watch?v=QoAOzMTLP5s
35
The 9 Building Blocks of
Business Model
8
6
7
9
2
4
1
3
5
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
36
The 9 Building Blocks of
Business Model
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
37
1. Customer Segments
Defines the different groups of people or organizations
an enterprise aims to reach and serve
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
38
2. Value Propositions
Describes the bundle of products and services that create
value for a specific Customer Segment
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
39
3. Channels
Describes how a company communicates with and reaches
its Customer Segments to deliver a Value Proposition
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
40
4. Customer Relationships
Describes the types of relationships a company establishes
with specific Customer Segments
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
41
5. Revenue Streams
Represents the cash a company generates from each
Customer Segment (costs must be subtracted from
revenues to create earnings)
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
42
6. Key Resources
Describes the most important assets required to make a
business model work
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
43
7. Key Activities
Describes the most important things a company must do to
make its business model work
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
44
8. Key Partnerships
Describes the network of suppliers and partners that make
the business model work
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
45
9. Cost Structure
Describes all costs incurred to operate a business model
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
46
The 9 Building Blocks of
Business Model
1. Customer Segments
– An organization serves one or several Customer Segments.
2. Value Propositions
– It seeks to solve customer problems and satisfy customer
needs with value propositions.
3. Channels
– Value propositions are delivered to customers through
communication, distribution, and sales Channels.
4. Customer Relationships
– Customer relationships are established and maintained
with each Customer Segment.
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
47
The 9 Building Blocks of
Business Model
5. Revenue Streams
– Revenue streams result from value propositions successfully
offered to customers.
6. Key Resources
– Key resources are the assets required to offer and deliver the
previously described elements…
7. Key Activities
– …by performing a number of Key Activities.
8. Key Partnerships
– Some activities are outsourced and some resources are
acquired outside the enterprise.
9. Cost Structure
– The business model elements result in the cost structure.
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
48
Business Model
8
6
2
4
Key
Activities
Key
Partners
7
Customer
Relationships
Value
Proposition
Key
Resources
9
Cost
Structure
1
Customer
Segments
3
Channels
5
Revenue
Streams
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
49
Business Model Generation
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
50
Business Model Generation
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
51
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
52
Web 2.0: Social Networking and
the Wisdom of Crowds
• Most popular Web 2.0 service: social networking
– Social networking sites sell banner ads, user preference
information, and music, videos and e-books
• Social shopping sites
– Swap shopping ideas with friends (Kaboodle, ThisNext)
• Wisdom of crowds/crowdsourcing
– Large numbers of people can make better decisions about
topics and products than a single person
• Prediction markets:
– Peer-to-peer betting markets on specific outcomes
(elections, sales figures, designs for new products)
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
53
E-commerce marketing
• Internet provides marketers with new ways of
identifying and communicating with
customers
• Long tail marketing: Ability to reach a large
audience inexpensively
• Behavioral targeting: Tracking online behavior
of individuals on thousands of Web sites
• Advertising formats include search engine
marketing, display ads, rich media, and e-mail
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
54
WEB SITE VISITOR TRACKING
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
55
WEB SITE PERSONALIZATION
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
56
HOW AN ADVERTISING NETWORK
SUCH AS DOUBLECLICK WORKS
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
57
ELECTRONIC DATA INTERCHANGE
(EDI)
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
58
A PRIVATE INDUSTRIAL NETWORK
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
59
CONSOLIDATED MOBILE
COMMERCE REVENUES
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
60
CHOICES IN BUILDING AND
HOSTING WEB SITES
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
61
COMPONENTS OF
A WEB SITE BUDGET
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
62
Case Study: Tata Consulting Services
Knowledge Management and Collaboration
at Tata Consulting Services (Chap. 11)
1. Analyze the knowledge management efforts at Tata Consulting
Services (TCS) using the knowledge management value chain model.
Which tools or activities were used for managing tacit knowledge and
which ones are used for explicit knowledge?
2. Describe the growth of knowledge management systems at TCS? How
have these systems helped TCS in its business?
3. Describe the collaboration tools used at TCS? What benefits did TCS
reap from these tools?
4. How did Web 2.0 tools help TCS manage knowledge and collaboration
among its employees?
5. How do you think KM tools have changed some key operational
processes at TCS, such as bidding for new projects, project
development and implementation, customer service, and so on?
Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
63
資訊管理個案
(Case Study for Information Management)
1. 請同學於資訊管理個案討論前
應詳細研讀個案，並思考個案研究問題。
2. 請同學於上課前複習相關資訊管理相關
理論，以作為個案分析及擬定管理對策的
依據。
3. 請同學於上課前
先繳交個案研究問題書面報告。
64
References
– Kenneth C. Laudon & Jane P. Laudon (2012),
Management Information Systems: Managing the
Digital Firm, Twelfth Edition, Pearson.
– 周宣光 譯 (2011)，
資訊管理系統－管理數位化公司，
第12版，東華書局
• Alexander Ostenwalder, Yves Pigneur & Christopher L. Tucci
(2005), “Clarifying Business Models: Origins, Present, and
Future of the Concept”, Communications of the Association for
Information Systems (CAIS), Vol. 15, No. 1, May 2005, pp. 1-25.
• Alexander Osterwalder & Yves Pigneur (2010),
Business Model Generation: A Handbook for Visionaries, Game
Changers, and Challengers, Wiley.
65